Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry

Authors

  • José Coelho de Andrade Albino Pontifícia Universidade Católica do Rio Grande do Sul.
  • Felipe Jurdi Guimarães PUC-MG
  • Adalberto Ribeiro de Oliveira PUC-MG
  • Bernardo Freitas de Almeida PUC-MG
  • Bruna Mota Machado Gomes PUC-MG
  • Luiza Tanajura Sepúlveda PUC-MG

DOI:

https://doi.org/10.18568/1980-4865.41100-129

Keywords:

Branding, Marca de Luxo, Internacionalização, Joalheria, Estratégia

Abstract

This case study analyses the issues concerning the management of global luxury brands, specially those originated from third world countries, such as Brazil. In order to perform this research, the case study approach has been chosen, having as empirical object the Brazilian jewelry H. Stern. The study is based on bibliographical research as well as interviews with the company’s managers; technical visits to H. Stern’s headquarters and main stores, documental research and discourse analysis of the jewelry’s national and international advertisements compared to its competitors. The results found indicate that H. Stern has followed the Uppsala School´s assumptions in order to promote it´s internationalization. H. Stern branding practices can be considered a transition between the first and the second wave of branding, according to Antorini and Schultz (2005) classification. Related to the luxury brand managing model developed by Beverland (2004), it can be affirmed that H. Stern manages it´s brand in a global context, in a consistent and integrated way.

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Author Biographies

José Coelho de Andrade Albino, Pontifícia Universidade Católica do Rio Grande do Sul.

possui graduação pela Faculdade de Ciências Gerenciais da Una (1987) , especialização pela Pontifícia Universidade Católica de Minas Gerais (1993) e mestrado pela (2007) . Atualmente é Professor da Pontifícia Universidade Católica de Minas Gerais e Consultor Autônomo da Mutari Indústria de Cosméticos. Tem experiência na área de Administração , com ênfase em Administração de Empresas. Atuando principalmente nos seguintes temas: Estudos Organizacionais, Gestão de Pessoas, Simbolismo.

Felipe Jurdi Guimarães, PUC-MG

Publicitário

Adalberto Ribeiro de Oliveira, PUC-MG

Publicitário

Bernardo Freitas de Almeida, PUC-MG

Publicitário

Bruna Mota Machado Gomes, PUC-MG

Publicitária

Luiza Tanajura Sepúlveda, PUC-MG

Publicitária

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Published

2009-03-11

How to Cite

Albino, J. C. de A., Guimarães, F. J., Oliveira, A. R. de, Almeida, B. F. de, Gomes, B. M. M., & Sepúlveda, L. T. (2009). Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry. Internext - International Business and Management Review, 4(1), 100–129. https://doi.org/10.18568/1980-4865.41100-129

Issue

Vol. 4 No. 1 (2009)

Section

Article

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